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BizReport : Mobile Marketing : January 18, 2013

Solutions highlight importance of mobile

Two new solutions in the online space highlight the importance of mobile. First, an investment in mobile rewards platform Kiip and the second a real time ad solution for streaming audio.

by Kristina Knight

First, a new investment in the mobile space underlines the growing importance of mobile. Interpublic has announced a partnership with mobile rewards provider Kiip; the partnership includes an investment. Through the partnership top of the line brands served by IPG Mediabrands will have the opportunity to utilize Kiip's platform to engage mobile consumers through reward based interactions.

"IPG is committed to developing emerging technology, talent and innovation, and bringing new solutions to our clients," commented Michael I. Roth, chairman and CEO of Interpublic. "IPG Mediabrands and the IPG Media Lab identified Kiip as a key player in the increasingly important mobile market, with a thoughtful and effective model that connects brands with the modern consumer. It's always exciting when we can help our clients find new pathways to consumer engagement."

Kiip's mobile rewards network offers brands and app/game developers another way to engage with mobile consumers. Through their platform users are rewarded for play and achievements with brand-specific items. Brands include Fandango, Intuit, Dr Pepper and Best Buy among others.

And from Triton Digital a new real time bidding solution - this time for audio ads. Last week we noted that Triton had integrated with eXelate to offer better ad targeting. This week, the company has announced the new a2x platform, an audience based RTB solutionfor online and mobile streaming audio ads.

"Marketers are increasingly relying on ad exchanges and real-time bidding to reach their target audiences in an effective manner. Streaming audio's exponential growth has created an exciting new digital advertising channel, and a2x is exactly what the market needs to streamline the buying process, making the ads more accessible and enabling publishers to better monetize their content," said Mike Agovino, Chief Operating Officer at Triton Digital.

Through the solution brands can make targeted media buys in real time; the platform offers tools for selling and management as well as ad buying.

Tags: IPG Mediabrands, Kiip, mobile loyalty, mobile marketing, mobile rewards, Triton Digital

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